Just about every TV ad these days flashes a Web site address at the end. So when advertisers step onto the biggest stage of the year and shell out for a Super Bowl spot, they’re setting themselves up for a deluge of traffic after the game ends. Web performance firm Gomez ranked how the Super Bowl advertisers’ sites fared following the big game. eCommerce Guide has the details.
Call it a good measure of analytics with some subjective rankings in the mix. Web performance company Gomez has released its first post-Super Bowl rankings of which advertisers’ sites did the best job in the 18 hours following the big game.
Gomez’s first Big Game Advertiser Benchmark took a look at how the game’s ads impacted their advertisers’ Web sites, with an eye to understanding whether they suffered from poor post-game site availability and performance that could have undermined their spots’ effectiveness.
The top winner was Mars Snickers, while Hyundai’s Sonata site ranked the lowest in Web site speed and availability.
Surprisingly, high-profile Internet domain registrar GoDaddy.com finished just behind Hyundai in 62nd and 63rd place for two of its commercials that explicitly invited viewers to visit its site to view more provocative versions of its cheesy story line with race car driver Danica Patrick. Search giant Google came in fourth place for its first Super Bowl ad campaign.
Gomez based its selection of the best ads on the rankings of USA Today and Time magazine, which analyzed gametime commercials based on popular preference via focus group and expert opinion, respectively. Gomez then used its own analytics to rank the companies behind the commercials based on the speed and availability of each brand’s campaign Web site in the 18 hours following the game.
